Royal Plaza on Scotts (RP) is an award-winning business hotel in Singapore’s Orchard area. In 2018, the hotel went through an extensive renovation and rebranding, the perfect time to expand and improve its marketing capabilities.
Before moving to Revinate, Royal Plaza on Scotts was looking for a robust solution to get better traction from email marketing campaigns. They were creating the right types of campaigns, from upsells, birthdays, and OTA winbacks. However, the results were far from satisfactory and paled in comparison to industry benchmarks. It was time for a change.
After careful deliberation, Royal Plaza on Scotts decided to move to Revinate Marketing. Revinate gave RP’s marketing team the tools they needed to excel. Revinate Marketing made it easy for RP to segment its database and effectively target and communicate with its guests. “I think the key to our success is segmentation. Revinate allows us to deep dive into our data and get a better understanding of our customer segments.” Says Aulia Fraquelli, Digital Marketing Manager of Royal Plaza.
On top of that, the hotel can use attractive engagement features like gifs, videos, and emojis and, according to those who are using the system every day, it’s the simplicity of including these things that make life easier. The ease of use allows RP’s marketing team to shine. “Revinate can support our ideas: if I were to try to push the sale of my breakfast, I could include a delicious looking gif to entice our guests,” says Aulia.
The results speak for themselves. In four months, the hotel exceeded industry engagement benchmarks. They are currently seeing a click-through rate (CTR) of 3% and an open rate of 40%. Compare that to their previous numbers: a CTR below 1% and an open rate that averaged 12%. These impressive engagement metrics led to $145K (SGD) in revenue in just four months!